Dove launched its "Campaign for Real Beauty" in 2004 to promote a more inclusive definition of beauty by featuring women of various shapes, sizes, and ages in their advertising. The campaign aimed to help women feel better about their natural appearance. However, some critics argued the campaign was hypocritical or did not go far enough. Dove had to address concerns about objectifying women, being contradictory by also selling beauty products, and potentially undermining their other brands. Maintaining the campaign's message over the long term while continuing to grow also presented challenges. Dove responded by emphasizing transparency, portraying women with dignity, and incorporating aspirational elements to ensure the brand's longevity.

2. Dove Campaign for Real BeautyTeam membersKomalJaswaniMadhurimaBiswasRajesh DorbalaRishabhKhannaShakunChauhan

3. What compelled Dove to go for Campaign for Real BeautyConventional advertising set unrealistic standards of beauty that most women can’t ever achieve.Beauty itself must be revitalised to reflect women in their beauty as they really are.Ads seemed to tell women that they should look like super models who personified beauty.

4. On September 29, 2004Dove formally launches Campaign for Real Beauty

5. Objective behind this CampaignAs per Silvia Lagnado“By questioning the accepted definition of beauty, we hope to help women change the way they perceive their bodies and encourage them to feel beautiful everyday.”

6. Hurdles/RoadblocksThere were several criticisms:Some critics felt that Dove’s ‘Real Beauty’ campaign was contradictory.

7. Accused of being hypocritical

8. Objectification of women

9. Skeptical about their intentions of using young girls in adsMajor issueDove literally narrowed down its marketing strategy, so possibility of expanding their marketing strategy in later stages is very difficult and risky.As per some critics “Remodelling consumer’s perceptions and attitudes would be quite difficult”

10. RecommendationThey always need to keep media on their side as media had a big role to play in the success of this campaign. Their motto should be “ Grab media attention.”

11. Minor Issue 1Danger of being branded as a product for ‘Fat People”.

12. RecommendationThey should eradicate the misconception that normal people are fat. They should underscore that the supermodels are anorexic, which is unhealthy.

13. Minor Issue 2They were sending some contradictory vibes.On one hand, the campaign was asking women to celebrate who they really were and on the other, the ads were aimed at selling a range of products, that would help women reduce their cellulite.(b) It was also pointed out that Uniliver idealised images and stereotypes in its other brands like Slimfast, Lynx, Axe, Lux and Sunsilk

14. RecommendationProper PR strategies to be implemented to clear misconceptions of their product variants, their target customers, and their marketing strategies. The key word should be “transparency” in order to earn faith.

15. Minor Issue 3The whole campaign could be a short term Fanfare.

16. RecommendationThey should continuously undertake some sort of fresh promotional campaigns without losing their core values.

17. Minor Issue 4Undermining the aspirational essence in itself is a big risk. Dove is completely eliminating the reference group which kills the aspirational element from the whole ad campaign.

18. RecommendationThey need to create some sort of reference groups by using successful professionals who are very common in their appearance rather than celebrities and super models.

19. Minor Issue 5Some nascent competition has evolved which could be threatening for Dove as their whole idea can become stale.

20. RecommendationThey have to continuously project themselves as the pioneers of this kind of advertising and to continuously remind that they listen to common people.At the same time they need to continuously evolve.

21. Minor Issue 6It is a challenge to sustain the same high levels of loyal customer base that the company has developed for the past 50 years.

22. RecommendationThey have to enhance their image by conducting some kind of beauty programs or fitness programs, in order to instill faith among the loyal customers that they still care for them.They should invest in R&D

23. Minor Issue 7Can adversely affect the sale of other Unilever products.

24. RecommendationUnilever as a whole should become more involved in their CSR activities so as to create an alibi.

25. Minor Issue 8It is unethical to exploit girls between the age groups of 8-12 on a sole motive to sell them their products when they grow up, putting this under the surreptitious garb of developing self esteem in them.

26. RecommendationsIn such ads, they should project their motives very explicitly and highlight the good things they are doing.Again a strong PR strategy is essential for such accusations.Transparency is the key word yet again to diffuse these criticisms.

27. Minor Issue 9They can face the twin challenges of evolving the brand without losing the existing customer base, as well as driving aggressive growth for this mature brand

28. RecommendationsThey have to invariably enter into the male segment as well.They have to be constantly in the eyes of the public.

29. Minor Issue 10Objectification of women as done by Dove can be disastrous for their brand’s goodwill.

30. RecommendationsShould be very careful about the demographic sentiments, beliefs, culture etc.Whenever women are involved, there are ample chances of controversies, so they should portray women in a very elegant and dignified manner.